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Online display advertising generates an 11% increase in sales for Listerine Zero

Online display advertising generates an 11% increase in sales for Listerine Zero

The IAB recently proved that online advertising should be considered as part of the marketing mix for retail and FMCG campaigns by demonstrating that online display advertising impacts not only brand measures but actual conversion to in-store sales.

Several IAB publishers, including ninemsn, partnered with OMD, Johnson and Johnson and research company Nielsen Online on a significant research study to measure the effectiveness of a digital only advertising campaign to launch a new mouthwash product called Listerine Zero. A test campaign was set up where advertising support was limited to NSW and online only activity to measure the impact of the campaign on brand effectiveness and sales for the product by comparing test stores in NSW with control stores in another market.

Some key findings from the study

  • The online only campaign was state targeted to NSW and reached 23.5% of the total population in NSW.
  • The online only campaign drove a significant increase in brand awareness for the overall Listerine brand with top of mind brand awareness increasing 5% points and promoted awareness increasing 6% points.
  • The campaign also drove a 6% point increase in prompted awareness for the product Listerine Zero. This was an above average result for brand awareness compared to Nielsen norms in the same category.
  • Of the audience exposed to the online campaign and made aware of Listerine Zero, 56% said they would consider purchasing the product.
  • Purchase intention for the new product, Listerine Zero increased significantly on exposure to the online campaign, increasing a huge 30% points.
  • The campaign then generated an 11% increase in actual in-store sales for the NSW test stores compared to the control stores in another market.


The full presentation of results can be downloaded here.

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